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The Power of Influence and Persuasion | Robert Cialdini

October 26, 2016


The Power of Influence and Persuasion | Robert Cialdini


In this Episode of 10XTalk, you’ll discover Pre-Suasion:  A Revolutionary Way to Influence and Persuade, the One Word that Makes You More Persuasive, a 2 step process that makes anything you do much more persuasive, and much more with Robert Cialdini.  Robert has frequently been called the “Godfather of Influence”.  He’s the CEO and President of Influence at Work: focusing on ethical influence training, corporate keynote programs, and the CMCT (Cialdini Method Certified Trainer) program as well as a Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University.

Here’s a glance at what you’ll learn from Dr. Cialdini in this episode:

  • Why Dr. Robert Cialdini wrote his new book “Pre-Suasion: A Revolutionary Way to Influence and Persuade”.
  • Getting to YES: Robert shares some fascinating case studies and techniques you can use that are scientifically proven to increase the number of yes answers you receive .
  • How to use ethical persuasion to positively impact people’s lives.
  • This One Word Makes You More Persuasive: Research has shown that when you ask for people’s opinion – it’s a mistake. Why? The reason is because when you ask for someone’s opinion, they take a mental step away from you and go inside themselves for the answer. If instead of asking for someone’s opinion you ask for _ _ _ _ _ _, they will take a mental step toward you, feel more connected to you and become more engaged in the conversation with you.
  • Robert explains what Pre-Suasion is and how you can use it to achieve greater success.
  • When Persuasion Backfires: Sometimes a company’s use of persuasion can lead to a repelling of star team members while leaving only the manipulators. Here’s how to make sure this doesn’t happen to you.
  • Robert gives you a simple 2-step process that makes anything and everything you do much more persuasive.
  • If you want to become more influential, here’s one key skill used by the most successful persuaders in the world.

Show Notes

  • Who is Dr. Robert Cialdini [01:16]
  • Robert Cialdini’s new book: Pre-Suasion: A Revolutionary Way to Influence and Persuade [02:44]
  • Robert is a scholar and researcher [03:12]
  • Why Pre-Suasion? [04:18]
    • Pre-Suasion involves making contact with an idea or experience [04:22]
      • Why Robert wrote about Pre-Suasion [05:45]
    • What Dean Jackson says about Pre-Suasion [07:06]
      • Robert hit a homerun with Pre-Suasion [07:41]
      • Run to the bookstore and get a copy [09:04]
    • The life of a marketer  [09:52]
    • Selling is influence and marketing is storytelling [09:58]
    • Marketing and Selling [10:39]
      • The most legitimate form of marketing- education [10:39]
      • If you provide people with information, they can make an informed decision [11:48]
      • Rapport is built with trust and comfort [12:02]
    • What changed for Robert and what has stayed the same since the writing of Influence [13:54]
      • Principles of communication [14:00]
      • How to get people to say YES [14:19]
      • Social proof is now dramatically available to us [14:37]
      • 97% of people buying online check the product reviews first [15:27]
      • Direct people’s consciousness [17:43]
    • Knowledge raises people’s consciousness [19:34]
    • The premise of Pre-Suasion [20:11]
      • Pre-Suasion is about what you should say or do before delivering a message [20:35]
    • How you frame something has a lot to do with how it occurs to people [21:54]
    • The scientific research on Pre-Suasion [22:16]
      • The research on framing [22:44]
      • An example: soda on the street [23:54]
      • The French research study [26:24]
      • Pre-Suasion and putting people first [27:24]
      • Another example: furniture website [27:48]
      • The correlation between paying attention, who you are, and who you are in the moment [30:10]
      • Create attention around your concept before sending your message [31:02]
    • Persuading by changing one word [31:28]
      • Asking for advice rather than asking for opinion [31:52]
      • Methods of approach – repelling and attracting   [33:03]
      • The importance of bonding with clients [34:06]
    • The most expensive cost in business is client acquisition [36:11]
    • Steps to Persuade [37:03]
      • Focus on the attention of your message [37:10]
      • The study on playing German and French music [38:38]
      • Moving something from the midbrain to the top of mind [41:12]
    • Robert’s advice for utilizing Pre-Suasion [42:30]
      • Sharing values [43:00]
      • Only use Pre-Suasion in ethical ways [43:20]
      • What happens when people are uncomfortable with dishonesty [44:16]
    • Money earned ethically is a byproduct of value creation[45:24]
    • How Influence impacts people [46:12]
    • The best example on how Pre-Suasion works [49:58]
    • Be sure to channel Pre-Suasion in productive ways [51:56]
    • Focusing on a message will go a long way but to maximize impact, think of the moment before you deliver it [52:00]
    • Connect with Robert Cialdini on his website [53:44]


Influence at Work

People Mentioned

Dean Jackson


Influence: Science and Practice

Pre-Suasion: A Revolutionary Way to Influence and Persuade

Joe’s Marketing Book (get on the early bird notification list)


Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.

His books including, Influence: Science & Practice, are the result of decades of peer-reviewed research on why people comply with requests. Influence has sold over 3 million copies, is a New York Times Bestseller and has been published in over 30 languages. His new book, Pre-Suasion:  A Revolutionary Way to Influence and Persuade, published by Simon & Schuster, quickly became a Wall Street Journal and a New York Times Bestseller. Because of the world-wide recognition of Dr. Cialdini’s cutting edge scientific research and his ethical business and policy applications, he is frequently regarded as the “Godfather of influence.”


To go deeper on the insights shared on this episode of 10XTalk, access your FREE COPY of the “8 Transformations of a 10X Entrepreneur”, go here: http://www.10xtalk.com.


Genius Network is the place high-level entrepreneurs go for collaboration, contribution, and connections not available anywhere else. Members get strategies for exponential growth and opportunities for deal making, strategic partnerships, joint ventures, and more. Membership is by application only.  Click here to learn more. You can also learn more about the Genius Network Annual Event here – which is the one time per year the group is opened to non-members.

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